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特斯拉卡车爆炸,但马斯克的危机管理堪称典范

马斯克对赛博卡车爆炸事件的迅速反应赢得了专家的称赞。

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特斯拉(Tesla)首席执行官埃隆·马斯克(Elon Musk)介绍赛博卡车。图片来源:Frederic J. Brown—AFP via Getty Images

• 上周三在拉斯维加斯发生的特斯拉赛博卡车爆炸事件后,特斯拉首席执行官埃隆·马斯克迅速在社交媒体上发帖回应,并向有关部门提供信息,此举赢得了公关专家和执法部门的支持。

当一辆特斯拉赛博卡车在拉斯维加斯特朗普国际酒店前爆炸时,特斯拉首席执行官埃隆·马斯克立即采取了行动。

虽然马斯克可能对公关持怀疑态度(他几乎解散了特斯拉及其社交网络平台X的公关团队),但他对上周三赛博卡车爆炸事件的迅速反应赢得了专家的称赞。

这位特斯拉首席执行官一直在社交媒体上坚称,特斯拉生产的汽车与普通燃油车在起火风险上并无差异,而且对于那些他称具有误导性且似乎将爆炸原因归咎于赛博卡车本身的报道,他迅速予以驳斥。

除了赛博卡车驾驶员外,还有7人在爆炸中受伤,但马斯克指出,赛博卡车却展现出了出色的抗爆性能,并补充说,肇事者犯了一个极其严重的错误。

马斯克上周三在X上发帖说:“这些邪恶的笨蛋选错了实施恐怖袭击的车辆。赛博卡车实际上成功遏制了爆炸,并引导冲击波向上释放。连大厅的玻璃门都没有被炸碎。”

专门从事危机管理的Goldman McCormick PR公司联合创始人兼管理合伙人瑞安·麦考密克(Ryan McCormick)表示,马斯克在事件发生后很快就在X上做出回应,从而有助于引导舆论走向。

麦考密克对《财富》杂志表示:“在这种情况下,迅速采取行动至关重要,因为人们会自行得出自己的结论,并形成自己的观点。如果你不回应,他们就会自行得出结论。”

从一开始,马斯克就明确表示,他和他的团队正在努力获取更多信息。

他上周三下午在X上发帖称:“整个特斯拉高管团队目前正在调查此事。一旦有任何新消息,我们会尽快公布。我们从未见过这样的情况。”

在随后的帖子中,马斯克不断向他的2亿多粉丝通报调查细节。在当局在新闻发布会上宣布赛博卡车车斗里装满燃料罐和烟花之前,马斯克就已发布数条推文,披露了详细信息。

“我们现已确认,此次爆炸是由租用的赛博卡车车斗内装载的超大型烟花和/或炸弹引起的,与车辆本身无关。”他在新闻发布会召开前 90 多分钟发布了这条推文。“爆炸发生时,所有车辆遥测数据均正常。”

不到15分钟后,他又补充道:“执法部门目前认为这极有可能是一起蓄意破坏事件。”在不到一个小时的时间里,马斯克宣布这起事件“似乎很可能是恐怖主义行为”,并推断这起事件可能与当天早些时候在新奥尔良发生的一起疑似恐怖事件存在某种关联。

此后,当局发现新奥尔良袭击案和赛博卡车爆炸案的两名嫌疑人之间存在若干共同点。

拥有 10 年公关经验的 Wisteria PR 联合创始人凯尔·安克尼(Kyle Ankney)表示,马斯克对社交媒体平台 X 的使用帮助他接触到了大量受众,他在威胁要对报道该事件的媒体机构提起诉讼时,也暴露出了他一贯的鲁莽行事风格。

安克尼在接受《财富》杂志采访时表示:“当他没有那么自以为是的时候,我认为他利用这个平台会大有裨益。”

尽管如此,马斯克的积极行动,以及他通过向当局发送赛博卡车在特斯拉充电站的视频来协助调查的努力,也为他赢得了执法部门的支持。

拉斯维加斯大都会警察局警长凯文·麦克马希尔(Kevin McMahill)上周三表示:“我要特别感谢埃隆·马斯克。他向我们提供了大量额外信息,比如车辆爆炸后因爆炸冲击力特性导致车门锁住的情况,而且他还能获取全美特斯拉充电站的所有视频,并且直接将相关视频发送给了我们,因此,我对于他所提供的帮助深表感谢。”(财富中文网)

译者:中慧言-王芳

• 上周三在拉斯维加斯发生的特斯拉赛博卡车爆炸事件后,特斯拉首席执行官埃隆·马斯克迅速在社交媒体上发帖回应,并向有关部门提供信息,此举赢得了公关专家和执法部门的支持。

当一辆特斯拉赛博卡车在拉斯维加斯特朗普国际酒店前爆炸时,特斯拉首席执行官埃隆·马斯克立即采取了行动。

虽然马斯克可能对公关持怀疑态度(他几乎解散了特斯拉及其社交网络平台X的公关团队),但他对上周三赛博卡车爆炸事件的迅速反应赢得了专家的称赞。

这位特斯拉首席执行官一直在社交媒体上坚称,特斯拉生产的汽车与普通燃油车在起火风险上并无差异,而且对于那些他称具有误导性且似乎将爆炸原因归咎于赛博卡车本身的报道,他迅速予以驳斥。

除了赛博卡车驾驶员外,还有7人在爆炸中受伤,但马斯克指出,赛博卡车却展现出了出色的抗爆性能,并补充说,肇事者犯了一个极其严重的错误。

马斯克上周三在X上发帖说:“这些邪恶的笨蛋选错了实施恐怖袭击的车辆。赛博卡车实际上成功遏制了爆炸,并引导冲击波向上释放。连大厅的玻璃门都没有被炸碎。”

专门从事危机管理的Goldman McCormick PR公司联合创始人兼管理合伙人瑞安·麦考密克(Ryan McCormick)表示,马斯克在事件发生后很快就在X上做出回应,从而有助于引导舆论走向。

麦考密克对《财富》杂志表示:“在这种情况下,迅速采取行动至关重要,因为人们会自行得出自己的结论,并形成自己的观点。如果你不回应,他们就会自行得出结论。”

从一开始,马斯克就明确表示,他和他的团队正在努力获取更多信息。

他上周三下午在X上发帖称:“整个特斯拉高管团队目前正在调查此事。一旦有任何新消息,我们会尽快公布。我们从未见过这样的情况。”

在随后的帖子中,马斯克不断向他的2亿多粉丝通报调查细节。在当局在新闻发布会上宣布赛博卡车车斗里装满燃料罐和烟花之前,马斯克就已发布数条推文,披露了详细信息。

“我们现已确认,此次爆炸是由租用的赛博卡车车斗内装载的超大型烟花和/或炸弹引起的,与车辆本身无关。”他在新闻发布会召开前 90 多分钟发布了这条推文。“爆炸发生时,所有车辆遥测数据均正常。”

不到15分钟后,他又补充道:“执法部门目前认为这极有可能是一起蓄意破坏事件。”在不到一个小时的时间里,马斯克宣布这起事件“似乎很可能是恐怖主义行为”,并推断这起事件可能与当天早些时候在新奥尔良发生的一起疑似恐怖事件存在某种关联。

此后,当局发现新奥尔良袭击案和赛博卡车爆炸案的两名嫌疑人之间存在若干共同点。

拥有 10 年公关经验的 Wisteria PR 联合创始人凯尔·安克尼(Kyle Ankney)表示,马斯克对社交媒体平台 X 的使用帮助他接触到了大量受众,他在威胁要对报道该事件的媒体机构提起诉讼时,也暴露出了他一贯的鲁莽行事风格。

安克尼在接受《财富》杂志采访时表示:“当他没有那么自以为是的时候,我认为他利用这个平台会大有裨益。”

尽管如此,马斯克的积极行动,以及他通过向当局发送赛博卡车在特斯拉充电站的视频来协助调查的努力,也为他赢得了执法部门的支持。

拉斯维加斯大都会警察局警长凯文·麦克马希尔(Kevin McMahill)上周三表示:“我要特别感谢埃隆·马斯克。他向我们提供了大量额外信息,比如车辆爆炸后因爆炸冲击力特性导致车门锁住的情况,而且他还能获取全美特斯拉充电站的所有视频,并且直接将相关视频发送给了我们,因此,我对于他所提供的帮助深表感谢。”(财富中文网)

译者:中慧言-王芳

• Tesla CEO Elon Musk responded quickly with social-media posts and gave information to authorities following Wednesday’s Cybertruck explosion in Las Vegas, earning him props from PR experts and law enforcement.

When a Tesla Cybertruck exploded in front of the Trump International Hotel in Las Vegas, CEO Elon Musk sprung into action.

While Musk may not believe in PR (he practically disbanded the PR teams at both Tesla and his social network, X) his quick response to Wednesday’s Cybertruck explosion has earned him praise from experts.

The Tesla CEO, who has been adamant on social media that his company’s vehicles are no more flammable than the average combustion vehicle, was quick to call out headlines that he said were misleading and seemed to placed blame on the Cybertruck itself for the explosion.

While seven people apart from the Cybertruck’s driver were injured in the explosion, Musk pointed out that the vehicle resisted the explosion well and added that the perpetrator made a big mistake.

“The evil knuckleheads picked the wrong vehicle for a terrorist attack. Cybertruck actually contained the explosion and directed the blast upwards,” Musk posted on X Wednesday. “Not even the glass doors of the lobby were broken.”

By taking to X to respond soon after the incident occurred, Musk was able to help shape the narrative, said Ryan McCormick, cofounder and managing partner of Goldman McCormick PR, which specializes in crisis management.

“It is so important to act quickly in these situations, because people are coming to their own conclusion, and they are formulating their own opinion,” McCormick told Fortune. “If there’s no response by you, they are coming to their own conclusion.”

From the outset, Musk made it clear he and his team were working to get more information.

“The whole Tesla senior team is investigating this matter right now,” he posted on X Wednesday afternoon. “Will post more information as soon as we learn anything. We’ve never seen anything like this.”

In subsequent posts, Musk kept his audience of more than 200 million followers informed with details of the investigation. Before authorities announced at a press conference that the Cybertruck bed was filled with fuel canisters and fireworks, Musk had already sent out several tweets with detailed information.

“We have now confirmed that the explosion was caused by very large fireworks and/or a bomb carried in the bed of the rented Cybertruck and is unrelated to the vehicle itself,” he posted over 90 minutes before the press conference. “All vehicle telemetry was positive at the time of the explosion.”

Less than 15 minutes later, he added: “Law enforcement currently believes it was most likely intentional.” And in less than an hour, Musk declared the incident “appears likely to be an act of terrorism,” and theorized it could be linked with a suspected act of terror in New Orleans earlier the same day.

Authorities have since found several commonalities between the two suspects involved in both the New Orleans attack and the Cybertruck explosion.

Musk’s use of his social media platform X helped him reach a massive audience but it also showed his characteristic brashness when he threatened media outlets with lawsuits for their coverage of the incident, said Kyle Ankney, a 10-year PR pro and cofounder of Wisteria PR.

“When he wasn’t having his, I would say, more egocentric moments, I do think it was beneficial for him to capitalize on the platform,” Ankney told Fortune.

Still, Musk’s aggressive action, and his efforts to aid the investigation by sending footage of the Cybertruck at Tesla charging stations to authorities, earned him props from law enforcement as well.

“I have to thank Elon Musk, specifically,” said Las Vegas Metropolitan Police Department Sheriff Kevin McMahill Wednesday. “He gave us quite a bit of additional information in regards to how—the vehicle was locked after it exploded due to the nature of the force from the explosion as well as being able to capture all of the video from the Tesla charging stations across the country. He sent that directly to us, so I appreciate his help on that.”

财富中文网所刊载内容之知识产权为财富媒体知识产权有限公司及/或相关权利人专属所有或持有。未经许可,禁止进行转载、摘编、复制及建立镜像等任何使用。
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